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Unformatted text preview: On-line Readings in Public Relations by Michael TurneyUnderlying concepts of public relations© 2000 Michael TurneyTable of contentsPracticing Public Relationsmain pageAbout the author"One cannot choose whether or not to have public relations, one can only choose the degree to which those relations will be managed." -- Paul Holmes"Modern public relations did not spring full-grown out of anybody's brain -- it has evolved from earliest times out of the needs of human beings for leadership and integration." -- Edward L. BernaysMost people think they know what public relations is. It's so much a part of our everyday life and vocabulary that we tend to take it for granted. In that respect, it's a lot like "communication." Both are terms we hear every day. They're processes we experience and participate in regularly but, because they're so common and so familiar, we don't clarify them in our own minds or in our conversations with others. We assume everyone will know what we're talking about and that we'll know what they mean. However, the Public Relations Society of America (PRSA) constantly bemoans the fact that "public relations" is often misused in day-to-day conversations, even by experienced businesspeople and by the news media. Sometimes they define it too narrowly. Sometimes too broadly. And, sometimes they attach undesirable, negative connotations to it. Even public relations practitioners who are performing public relations for a living and who should, therefore, have a pretty clear idea of what it is often encounter other practitioners whose definitions and interpretations are dramatically different than their own. Try to define it yourself.Jot down what you mean by public relations. Then ask a few other people to do the same and compare definitions. •Did you define public relations as an activity or process that is actively engaged in or performed, as in "Public relations is 24/7 challenge."? •Did you define it as a condition or characteristic of an organization, as in "The Cincinnati Reds have great public relations."? •Did you describe it as a means to an end, as in "Public relations helps insure our acceptance by the community."? •Did you describe it as an end in itself, as in "Being responsive has earned us great public relations."?...
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- Fall '11
- Public Relations, PRSA, public relations techniques, Dartnell Public Relations